Name changes are a Premium Service and not specifically an in-game store item. Even though they only sell it through the in-game store for TP and no longer accept cash for it, this is probably due to it being the only Premium Service that is fully automated. As such, I would suspect that the price is determined by the Premium Services department and not the in-game store people. So the in-game store folks have no control over the price.
"Everyone's got one. Better to be a smart one than a dumb one." - me
"It's people like you that [I]think[/I] you know everything that give those of us that [I]do[/I] a bad name." - me
"Eat, drink, and be Merry, 'cause Pippin was a fool of a Took."